Transcript CO PowerPoint Presentation

Excellence in Public Service Delivery
Roy Stephenson
Deputy Director: Policy Projects
Policy Projects Team: Government Communication
CABINET OFFICE

THE TEAM
Roy Stephenson
Emma Peake
Shaika Sheik
Lynn Crowley
Penny Clarke
Team Tasks
 Policy and Content Responsibility for Customer Service Excellence (CSE) including
future developments
 Managing relationship and standards with 4 accreditation bodies
 Marketing and promoting CSE strategically
 Managing and actively engaging key stakeholders:
 HM Treasury (Linkages with PSA targets etc)
 MoJ and Home Office on Engagement and Citizen Empowerment
 Delivery Council, Customer Insight Forum and Contact Council
 Service Transformation Team
 Public Services Reform Team (Excellence and Fairness)
 Analysis and Evaluation of CSE results and lessons learned
 Identification and Dissemination of Best Practice and Innovation
 Leading various related projects on wider engagement and Insight issues
 Engaging on EU policy for public administration Innovation
The Background:
Focus on the Customer – Drivers of Change
 Demographic changes brought about by shifts in the size and composition of family
households and an ageing population have meant that service providers need to
meet the needs of an increasingly diverse user base
 As real incomes have grown and access to information has become easier, so
people’s expectations of services have risen
 Commercial and technological innovations in communications have opened
up new channels of delivery, creating further challenges for public service
providers. The challenge of a fragmented and fast moving social media
world.
 A progressive erosion in the relationship between the individual and the state
has led to government activities being seen as increasingly irrelevant. Social
disengagement has made large numbers of the public harder to reach.
 Driven by global competition, the offerings of leading commercial players
have raised the standard of what constitutes an acceptable level of service
 Many organisations/sectors will look at customer focus from their own perspective
BUT citizens are in the market for a variety of services (education/health, transport
etc)
 Measurement and Insight about customers is only powerful if we make effective use
of the information. It ca be vital for:
- cutting down bureaucracy
- simplifying and redesigning
- joining up
- stopping doing some things
The Background:
Charter Mark and a National Customer Service
Standard Review Outcomes
Key recommendations…….

New customer service standard based
around key drivers of satisfaction

Must be a challenge to old and new
customers

Must be rigorous and Meaningful

Day to day administration outsourced from
government

Non burdensome for those that use it

An important part of transformational
government

A new name and brand to reflect the change
of direction
The Background:
Excellence and Fairness sets out a vision of
world class public services


Excellence and Fairness, published in June
2008, sets out a vision of world class public
services achieved by:
 empowering citizens;
 enhancing professionalism; and
 government playing a more strategic
role
The delivery of Excellence and Fairness is
currently being promoted through the PSA
Assessment Framework and reform
programmes in specific services, such as the
Policing Green Paper and the NHS Next
Stage Review
Citizen
empowerment
Excellence
and
Fairness
New
professionalism
Strategic
leadership
• Citizen empowerment – greater power to people to control
services
• New professionalism – professionals and front line staff
across all public services responding to the needs of the public
and being accountable to them
• Strategic leadership – setting a clear vision, not
micromanaging
How does CSE Fit in to this picture?
 Key Drivers of Satisfaction
 Draws on Principles of Public Services Reform
 Developed in Partnership with Transformational Government Agenda
 Closely linked with the work of the Customer Insight Forum and products:
- Guidance on Satisfaction Measurement
- Guidance on Customer Journey Mapping
 ‘Customer Insight in Public Services: A Primer’ published by
Cabinet Office in October 2006
Key drivers of satisfaction
Drivers
Main elements
The final outcome
The way the service kept its promises
The way the service handled any problems
Delivery
30
%
Initial wait
How long it takes overall
Number of times had to contact the service
Timeliness
Accuracy
Comprehensiveness
Being kept informed about progress
Information
24
%
18%
Satisfaction
with service
%
Competent staff
Being treated fairly
12
%
Professionalism
16
Polite and friendly staff
How sympathetic staff were to your needs
Staff attitude
This model explains 67% of the
variation in satisfaction
Source: MORI
From Charter Mark to Customer Service Excellence
– What is it?
 A driver of continuous improvement. Enables organisations to self
assess their capability in relation to customer focused service delivery
using a new online self-assessment tool, identifying areas and methods
for improvement.
 A skills development tool. Supports individuals and teams within the
organisation to explore and acquire new skills in the area of customer
focus and customer engagement, building their capacity for delivering
improved services.
 An independent validation of achievement. Encourages
organisations to seek formal certification and thus demonstrate their
excellence, identify key areas for improvement and celebrate their
success.
What are we looking to achieve?
Success of the scheme with service users will be with improved engagement
And improved delivery.
Ministers and Officials will also look at its ability to add value and knowledge
to our view of what is happening at the front line.
Initial results from self assessment; pre assessment and actual assessment
are beginning to build this picture.
What can it do?
 Give you insight into your organisation.
- How customer focused are you?
- What are the strengths and weaknesses in your
organisation in relation to customer issues?
 Give you insight into your customers
- Introducing techniques to understand customer groups and their
specific needs
- building skills to help you develop a truly customer focused
culture in your organisation
What can it do?
 Improve the relationship with and satisfaction of your customers.
- Emphasis on customer experience and satisfaction
- Flexible but challenging requirements appropriate to the service
 Build real team spirit and morale.
- Previous experience suggests this is a key benefit
- Empowers staff and captures their insight
 Develop individuals and the team and improving their skills
- Support material builds knowledge of concepts such as customer journey
mapping, satisfaction measurement and developing customer insight
- Involves the entire organisation in new techniques for delivering better
services
How it works – the elements
 Criterion 1: Customer Insight
 Criterion 2: The culture of the organisation
 Criterion 3: Information and Access
 Criterion 4: Delivery
 Criterion 5: Timeliness and Quality of Service
Key Differences with Charter Mark
 Generally CSE looks at fewer issues but in more depth than Charter Mark
 Clearly focussed on the customer and citizen as the USP of the standard
 Tries not to overlap with other standards, models or Inspections
 Much more supporting material and service improvement help provided on line
 Much improved self assessment tool
 Tied in much more closely to continual improvement cycle and identification and
dissemination of innovative practice
Why is Feedback Important?
• Closing the quality loop – allowing government to identify success;
good practice; innovation and stretch points
• Assessors as eyes and ears on the ground – understanding the
pressure points; ensuring good practice is identified particularly in
these stretch areas;
• Identifying developmental needs and reporting back to Cabinet Office
Results So Far: Self Assessment
60
50
40
% 30
Fully Meet
Partially meet
Fail to meet
20
10
0
Customer
Insight
Culture
Information &
Accesss
CSE Criteria
Delivery
Timeliness &
Quality
Overall Plus/Negative Balance….
70
60
50
40
%
Positive
Negative
30
20
10
0
Customer
Insight
Culture
Information &
Accesss
CSE Criteria
Delivery
Timeliness &
Quality
Ranked List (On Line Self Assessment)
1
(Most Challenging)
Criterion 1
Customer Insight
2
Criterion 5
Timeliness and Quality
3
Criterion 4
Delivery
4
Criterion 2
Culture of the Organisation
Criterion 3
Information and Access
5
(Least Challenging)
2.1.5: We protect customers’ privacy both in face to
face discussions and in transfer and storage of
customer information (Sample 217)
90
86.15
80
70
60
Positive
Negative
% 50
40
30
20
10
13.95
3.1.1: We make information about the full range of services we provide
available to our customers and potential customers, including how and
when people can contact us, how our services are run and who is in
charge. (Sample 160)
90
84.38
80
70
60
Positive
Negative
% 50
40
30
20
10
15.62
4.1.1: We have challenging standards for our main services,
which take account of our responsibility for delivering national
and statutory standards and targets. (Sample 147)
90
82.31
80
70
60
Positive
Negative
% 50
40
30
17.69
20
10
3.3.2: We evaluate how customers interact with the organisation
through access channels and we use this information to identify
possible service improvements and offer better choices . (Sample 147)
65
60
52.38
55
50
45
%
40
35
30
25
20
47.62
Positive
Negative
1.3.4: We set challenging and stretching targets for
customer satisfaction and our levels are improving.
(Sample 217)
65
60
53.14
55
50
45
%
40
35
30
25
20
46.86
Positive
Negative
5.3.3: Our performance in relation to timeliness and
quality of service compares well with that of similar
organisations.. (Sample 136)
65
60
53.68
55
50
45
%
40
35
30
25
20
46.32
Positive
Negative
2.1.2: We use customer insight to inform policy and
strategy and to prioritise service improvement activity
. (Sample 170)
65
60
55
50
45
%
40
35
30
25
20
52.35
47.64
Positive
Negative
Results Comparison
Ranking
Self Assessment
Pre and Full Assessment
1
Criterion 1
Customer Insight
Criterion 1
Customer Insight
2
Criterion 5
Timeliness and Quality
Criterion 2 Culture
3
Criterion 4 Delivery
Criterion 5
Timeliness and Quality
4
Criterion 2 Culture
Criterion 4 Delivery
5
Criterion 3 Information and Access
Criterion 3 Information and Access
CSE Results....Next Steps
 Full analysis of results particularly at sub element level
 Identification of ‘stretch’ points and skills/support material needs
 Analysis by service type
 Identification if possible of excellent practitioners in areas of particular stretch (case
studies)
 Further marketing of CSE as tool to identify and bridge the ‘Insight’ gap
 Analysis or pre assessment and post assessment results – to identify the
cost/benefit of closing the gap
Contact Details:
WWW.CSE.CABINETOFFICE.GOV.UK